Just 23% of companies put marketing fully in charge of martech, according to this Forrester study sponsored by Simon Data. Perhaps related: while more than 80% rate their martech tools as effective, an even higher 90% face challenges in using martech to meet business goals. All very interesting.
Or maybe the biggest problem really is data sharing after all. Planning system vendor Digital.ai als found that 99% of companies agree it’s important to share business planning data but 34% do it poorly. They win the prize for conflicting answers: 95% of respondents said digital transformation is going well but 91% said they need to get more from their DT initiatives and 54% said DT problems have hurt their company’s bottom line.
As Monty Python never quite said, the thing companies buy apart from martech is more martech. Or so hopes Sitecore, which just extended its martech shopping spree by buying email and marketing automation platform Moosend. The deal complements Sitecore’s recent purchase of the Boxever CDP and e-commerce experience platform Four51.
It barely feels like news when industry giants add AI features, since that’s what they’re expected to do. But lots of people use their products, so their announcements are probably of higher interest than most. With that in mind, let’s note that Adobe has just announced general availability of agents for audience creation, journey orchestration, experimentation, journey insights, website optimization and agent support.